BAU’s ad film to promote non-alcoholic neera in dry state | Latest News India - Hindustan Times
close_game
close_game

BAU’s ad film to promote non-alcoholic neera in dry state

Jun 21, 2017 02:51 PM IST

Bihar Agriculture University vice chancellor (VC) Ajoy Kumar Singh said the film, without any comparative reference to other non-alcoholic beverages, “attempts to establish neera as a healthy drink”.

Bhagalpur A month after the Bihar government commercially launched neera — a pre-fermentation version of palm juice —to discourage consumption of toddy, a university in the dry state has started an initiative to promote the non-alcoholic drink through a short advertisement film.

Members of the team that made an advertisement film to promote neera, on the campus of Bihar Agriculture University, Sabour.(HT photo)
Members of the team that made an advertisement film to promote neera, on the campus of Bihar Agriculture University, Sabour.(HT photo)

The advertisement film, prepared at the media centre of Bihar Agriculture University (BAU), Sabour, in Bhagalpur district, 224 km southeast of state capital, Patna, was screened at the university’s extension council meeting on Wednesday.

The BAU media centre was also preparing a print advertisement on neera, vice chancellor (VC) Ajoy Kumar Singh said.

Singh said the BAU was planning to screen the neera commercial before chief minister Nitish Kumar, who had earlier ordered for preparation of a comprehensive action plan on industries related to the pre-fermentation version of palm tree juice.

While announcing total prohibition in Bihar on April 5, 2016, Kumar had said sale of toddy—post fermentation version of palm juice — would be allowed in accordance with a 1991 guideline, but plans would also be made for commercially harnessing neera.

Singh said the film, without any comparative reference to other non-alcoholic beverages, “attempts to establish neera as a healthy drink”.

He said the advertisement film was part of the university’s plan of branding and promoting its agricultural technology and products. “The BAU media centre will soon make promotional films on agricultural technology concerning direct seeded rice and seed treatment. Among agricultural products, the university plans branding and promotion of squash made by BAU from Sabour green mango,” he added.

Ramdutt, principal investigator of BAU projects related to branding of agricultural technology and products, said the film on neera also attempts to showcase the refreshing feeling the drink exuded during summer.

COMMERCIAL INITIATIVE

BLURB

“The film, without any comparative reference to other non-alcoholic beverages, attempts to establish neera as a healthy drink”

Catch every big hit, every wicket with Crickit, a one stop destination for Live Scores, Match Stats, Infographics & much more. Explore now!

See more

Get Current Updates on India News, Budget 2024, Weather Today along with Latest News and Top Headlines from India and around the world.

SHARE THIS ARTICLE ON
SHARE
Story Saved
Live Score
OPEN APP
Saved Articles
Following
My Reads
Sign out
New Delhi 0C
Sunday, July 21, 2024
Start 14 Days Free Trial Subscribe Now
Follow Us On